International Marketing Objectives

The objectives of the marketing plan are strategically entered around 3 criteria: To create a strong consumer awareness towards new products from Coca-Cola. To establish a wide brand recognition through the capture of market shares in the functional drinks segment. To become the top market leader in that particular segment within the forecasted sales figures.

Marketing Program
Price Strategy Promotion Strategy Place

Pricing Strategy
The price strategy that will be undertaken should consider the following aspects: i. Consumer demand ii. The product lifecycle iii. Potential substitutes .

Promotional Objectives
To initiate strong awareness about the product throughout consumers as well as their parents. E.g.:-Bubble Buzz. To win market shares over our top functional drinks competitor i.e. PepsiCo. Every product has got some Message with it. E.g. Bubble Buzz has got a message saying, For the out-of-the-ordinary individuals who like to challenge themselves.

Advertising
The advertising is done through the following mediums: Televisions Outdoor :Billboards & prints in selected Areas like campuses, buses, trains & outskirts of key cities. Internet Magazines Radio Press Releases Conferences

Promotional Mix
1. Consumer oriented: Contests: E.g.:- Win another Bubble Buzz flavor, Uncover a secret code underneath the bottle cap and win sporting goods and electronics by logging on the website, Win a trip for the 2008 Olympics in Beijing. Samples: Distributed in supermarkets, school/universities. Samples are a way to avoid product resistance 2. Trade oriented: Allowances and discounts: It encourages retailers to buy more of the product to get a certain amount for free). Cooperative advertising: To encourage retailers to buy product and to maintain high level of advertisement that consumers expect from Coca-Cola. 3. Target Audience: Intermediary: Personal selling will be more often used Ultimate consumer: Coca-Cola will use more of mass media because the amount of potential buyers is large.

Place (Distribution channel)

The drink is distributed in The following channels of markets.

Distribution Supermarkets
Independent food stores

Multiple grocers

Direct sales